STEVE MCCLELLAN

Articles by Stephen All articles by Stephen

• Mindshare Reorganizes Performance Unit, Creates Transformation Consultancy in MAD on 01/17/2020
  

  As part of the effort Mindshare and Neo will integrate capabilities more closely so that Neo becomes more of a "full funnel" agency but with a focus on performance.

• WT Creates Global CMO Role, Taps Troni To Fill It in MAD on 01/17/2020
  

  Naomi Troni joins from Interpublic's MullenLowe Group where since 2014 she served as Global Chief Growth Officer.

• Media Executive of the Year: Nick Brien in Agency of the Year on 01/16/2020
  

  After the announcement in early December that Nick Brien was stepping down from his role as CEO Americas at Dentsu Aegis Network, he explained in a quick phone chat that for his next act -- wherever that takes him -- he intends to seek a better balance in the way he lives and works.

• Creative Agency of the Year: BBDO in Agency of the Year on 01/16/2020
  

  Among BBDO's new business wins this year were two assignments from Facebook, including one that named it creative agency for the social network's global messaging brand WhatsApp.

• Upwork Unveils First National Campaign in MAD on 01/16/2020
  

  The campaign is designed to show how the freelance platform provides a "seamless bridge" between traditional teams and highly skilled independent talent.

• Groupon Selects TBWA\Chiat\Day NY As Its New Ad Agency in MAD on 01/15/2020
  

  TBWA\Chiat\Day New York will work with Groupon to develop a new global brand position and campaign that will launch in the first half of the year.

• Make-A-Wish Taps Team One As Brand AOR in Accounts on the Move on 01/15/2020
  

• Massive 2020 Census Campaign Kicks Off This Week in MAD on 01/14/2020
  

  Some $250 million in measured media expenditure has been earmarked for the effort. WPP's VMLY&R won lead agency duties for the integrated communications contract for 2020 Census in 2016.

• R/GA Promotes Whitney, Hires Jamieson For Ventures Role in People on the Move on 01/13/2020
  

• DiGennaro Communications Taps Omnicom Veteran For President/COO Role in MAD on 01/10/2020
  

  Maxine Winer will oversee operations, talent, client service and business development for the nearly 15-year-old agency.

Comments by Stephen All comments by Stephen

• Despite Rumors To The Contrary, Manly Men Drink Rose by Richard Whitman (Mediapsssst on 08/06/2017)
  

  Thanks Nicholas, as editor of this column I should have caught that. Appreciate that you did. 

• Brands Failing To Provide Quality Training In Media Skills by Steve McClellan (MAD on 10/28/2016)
  

  It is J.R., although it's usually not referred to as 'educatiing' and frequently it is people below the c suite. But often agencies meet with clients to 'brief' them on this or that issue. Which makes sense given that the former are supposed to be experts in the field. 

• Agencies React To Finger-Pointing, 4As Calls ANA Report Anonymous, One-Sided by Steve McClellan (MAD on 06/07/2016)
  

  Thanks for catching that Michael, now fixed.

• Shoe Carnival, 22squared Launch Retailer's Largest Social Media Effort by Larissa Faw (MAD on 02/03/2016)
  

  Thanks Jim, should be fixed now

• Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014 by Steve McClellan (MAD on 11/16/2015)
  

  Also, there is now a link in the story to the full report.

• Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014 by Steve McClellan (MAD on 11/16/2015)
  

  Ed, much of it is based on proprietary modeling; but the report has a three-page appendix devoted to Theory and Methodology.  Here are a couple of passages:"To quantify the economic impact of advertising expenditures on the US economy, this study:  Estimates the total level of advertising spending in the United States and creates a 5-year forecast.  Estimates sales, employment, value added and labor income impacts based on econometric models that quantify the relationship between ad spending and resulting sales.  Uses input-output methodologies to compute the ripple effect of economic activity that happens as a result of the sales from ad spending.  Simultaneously allocates advertising to every state, congressional district and 17 NAICS-based industry aggregates using proprietary macroeconomic, regional and industry models."Some IRS data was used as well:  "Using the IRS tax statistics database, IHS was able to collect industry-level advertising expenditure information that was reported on each corporation income tax form. A reformation of the model specification was needed as a result of revised historical data and a change in the source data of the dependent variable. The structure of the economy was much different when the model was first developed and subsequently the regressor data had a different statistical form. Thus, the old model did not provide an optimal fit of the data."

• In A First, Coca-Cola Cans Go Nameless by Steve McClellan (MAD on 07/06/2015)
  

  Nick, you're absolutely right, the cans aren't "label-less" at all. While they don't have the usual big bold Coca-Cola name printed on them, they certainly have a label and I've switched art and added new copy to make the story a little more complete anyway. I'm sure there are still unanswered questions but thank you for pointing out some of the obvious flaws. 

• Five Companies Agencies Should Partner With by Steve McClellan (MAD on 03/25/2015)
  

  hmmm, hadn't thought about it in porno terms, but now that you mention it.. Anyway, nice catch Tom, thanks

• Nielsen's Plan To Improve TV Measurement: Progress, Not Perfection by Stefanie Morales (MAD on 02/25/2015)
  

  Nick, MediaPost would be more than happy to offer you the same platform as Stefanie for an equal time post. 800 words give or take, a thousand words max. Think you're off to a good start already with your eloquent comments but you're certainly entitled to the "main stage" for a broader take if you'd like. Send to mcclellan@mediapost.com and thanks for your interest in doing so.

• Marissa Mayer: The Case For Advertising On Yahoo by Steve McClellan (MAD on 03/18/2014)
  

  oops. I forecast a correction in my immediate future. Thanks for pointing that out.

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